Recommendations to Coca-Cola’s management as to which of the resources they should invest in

This week, our discussion thread is centered on the internal capabilities of organizations. Review the video “The Capability Concept” on Page 1 of the Interactive Lecture to refresh your understanding of the capability concept. To prepare for this discussion, revisit the Cola Wars case (see the Yoffie reading last week), and review this week’s reading by Barney, “Looking Inside for Competitive Advantage.” Using Barney’s characteristics (VRIO), revisit the Coca-Cola case and identify which resources are most important for competitive advantage. Based on the analysis of Coca-Cola’s resources, make recommendations to Coca-Cola’s management as to which of the resources you have identified should be invested in (or divested) and/or which resources should be acquired. In your follow-on response, focus on the viability of the suggestions made by other students: To which degree do these suggestions make sense with regard to the possibility of gaining sustainable competitive advantage (related to value, rareness, inimitability, and non-substitutability of the factors)?